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Alosra to retail Irish Musgrave products

Bahrain Business
Wed, 16 May 2018

MANAMA: Bahrain-based BMMI Group’s fully-owned subsidiary Alosra supermarket has entered into a deal with Ireland’s leading food retail and wholesale company Musgrave.

A Press release by BMMI said the deal will give Alosra the opportunity to bring in exclusive Irish products widening its offering.

Similarly, through exporting their products to Bahrain, Musgrave has an ideal opportunity to expand its reach to another international market.

Alosra and Musgrave have proven to have solid brand synergy and to share similar values, including their support for the local community.

For example, Alosra’s Think Local programme supports local producers and farmers to sell their products in their stores, Musgrave also runs a food academy programme in conjunction with Bord Bia (the Irish Food Board) where small businesses and producers are nurtured through their journey from start-up to gaining a retail listing.

Alosra has had a longstanding interest in and a relationship with Ireland, said BMMI Food Retailing and Production general manager Jaffar Al Asfoor, who oversees Alosra supermarket.

“The Alosra team has been travelling to Ireland frequently for years, and we have always been impressed with the quality and diversity of their offering,” said Mr Al Asfoor.

“In fact, many members of our team have actually trained in Ireland and we have always been inspired by how passionate the Irish people are about their heritage and their food. In Musgrave, we have a like-minded partner providing a great opportunity for a taste of Ireland to come to Bahrain,” he added.

The Alosra team also recently attended “Marketplace International” in Dublin, a unique, invitation-only event that brings together top Irish food and drink exporters and international trade buyers.

Organised by Bord Bia, the trade show has a major focus on sustainability, with all participating Irish suppliers at the event being Origin Green verified members, which is a national sustainability programme.

Marketplace International was an ideal platform for Alosra to further develop their relationships with Irish suppliers who, much like Alosra, are committed to the importance of sustainability.

Furthermore, the event provided an opportunity to promote Bahrain’s thriving grocery retail sector and Alosra’s strong position in the market.

With seven stores across Bahrain and two in Saudi Arabia, Alosra supermarket is a leading grocery retailer.

Established in 1876, Musgrave is one of Ireland’s leading retailers, with brands including SuperValu, Centra and Daybreak, as well as Musgrave MarketPlace, a leading wholesale supplier to retail, foodservice and SMEs.

According to a report in European Supermarket magazine, the deal is valued at around five million euro and will see Musgrave supply a selection of products from its SuperValu and Musgrave Excellence own-brand range, as well as selected products from its Food Academy programme to support up-and-coming suppliers.